To Understand Consumer Behavior, Think Like a Marketplace Scientist

Anik, Lalin Hauser, Ryan Gibson, Madeline

  • ケース
  • 新着ケース
DARDEN

This technical note outlines the process of proper experimentation in the world of business. This reading begins by describing why organizational experimentation is important and then defines a true experiment, highlighting the differences between testing and management by intuition. It then goes on to explain when it is appropriate to use experiments, outlines several different types of experiments, and provides their strengths and weaknesses. Next, the note walks through how to run an experiment, defining the components of experiments and detailing the experimental design process. Finally, it provides preliminary guidance on the analysis of experimental results, focusing on statistical significance, precision, scalability, and sustainability. Ultimately, this reading prepares MBA students and industry professionals alike to become effective designers, analyzers, and proponents of experimentation.

出版日
2017/07
改訂日
2020-01-01
領域
マーケティング
ボリューム
16ページ
コンテンツID
CCJB-UVA-M-0950
オリジナルID
M-0950
ケースの種類
Technical Note
言語
英語
カラー
製本の場合、モノクロ印刷での納品となります。